Email contacts that are known Canadians will be processed under Canadian Anti-Spam Law (CASL) rules.
Identifying CASL Applicable Individuals
Ascent360 identifies individuals as Canadians if they have a known address in Canadian territory or if they have a “.ca” email address.
Here's how their email permission is determined:
- If they have explicitly subscribed or unsubscribed, Ascent360 considers this a “explicit” email permission and the subscriber will remain with that email permission status unless they change it.
- If they have never explicitly subscribed or unsubscribed, we consider this a “implicit” email permission. If they have made a purchase within the last 23 months, we consider them contactable, or a “soft” yes because there is an implied business relationship due to the financial transaction. This allows them to be contacted by email for up to two years after the transaction.
- If their last financial purchase was more than 23 months ago, they are no longer considered contactable and we treat them as a “implicit” unsubscribe.
- Similarly, if an implicit opt-in or opt-out explicitly unsubscribes or subscribes, their subscription settings change to a explicit no or explicit yes.
Last Financial Purchase Date
Current Email Permission
23+ months ago
Becomes Implicit No and not contactable
Less than 23 months ago
Becomes Implicit Yes and contactable
If any transaction data, specifically around a financial purchase date, was not being sent to Ascent360 correctly, that would impact the customer’s email permission for any contacts being processed under CASL rules. Because of this, a lack of transaction data will result in a higher percentage of implicit unsubscribes.